The sustainable mobile community

Posted on September 1, 2015 by


A recent post on some insightful tips on how to make your content mobile friendly got me thinking beyond what instantly catches a mobile audience’s attention to what in fact *captivates* them over the long-term.

In particular, the approach of employing responsive storytelling resonated with me. How intricate and mindful are we at engaging with our audience on mobile? Are clever visual cues and ‘incentivized’  (if I may call it that) tactics enough to retain our customer’s attention to the point where our voice, our brand are always top-of-mind?

The mobile mode of existence is a bit of a two-edged sword: insta-gratification at the price of unforgiving speed. And I say ‘unforgiving’ because the silent reality is that our brand may not always be top-of-mind, depending on what specific mobile function our customer requires. However, our ability to distinguish the way we engage with customers on an ongoing basis may well stand a chance in successfully captivating not only their attention but also their evolving interest and involvement in our brand.

So you`ve got their attention on a successful mobile campaign or a brand new app that promises to anticipate, address and deliver what they want and need from you. Now what?

What often makes or breaks the longevity of a brand`s appeal lies in those who believe in and stand by it: its dedicated community. In this segment of our mobility chat, I`d like us to explore what it means to have a strong, invested mobile community:

Q1 What defines a mobile community? How do you know that you are part of one?

Q2 You’ve just launched a brilliant social app (say it looks like a hybrid of Twitter, Instagram and Snapchat). Describe how you envision your target audience.

Q3 How would you ensure that the mobile community you’ve organically created remains engaged over the long-term? What tactics would you employ?

Q4 Name some potential pitfalls in launching a social app that ends up being a fad more than a useful, ‘sticky’ online channel. How do you avoid these pitfalls?

Look forward to your thoughts and input on Wednesday, Sept. 2, 2015 at 1 pm EST!

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